What Marketers Need to Know About Bing’s Expanded Generative Search Experience

Following changes this summer, Bing has announced another update to its generative search experience. It's all about enhancing informational queries – giving brands a new way to connect with customers across the evolving search landscape. Essentially, it allows brands to meet customers at key discovery moments when they're actively seeking in-depth answers and solutions.

Here's what marketers should know — and how this can impact your digital strategy.

Bing's generative search is now designed to handle more "informational queries," such as "how to find the best mortgage rates" or "how to maximize loyalty points when booking hotels." These updates are designed to help users get richer, more detailed answers to complex questions by pairing Bing's core search engine capabilities with large and small language models (LLMs and SLMs). The result? A refined search experience that's tailored to the complexity of the query.

Additionally, Deep Search — initially launched last December — has expanded to U.S. users and is designed to provide thorough, detailed responses to more sophisticated searches. Bing is now actively using this feature to answer complex queries, enabling brands to reach audiences who need reliable, detailed information.

With Bing's expanded generative search, brands have new opportunities to reach customers actively seeking detailed information and practical guidance. By focusing on AI-driven informational results, Bing is creating a space for brands to show up for queries that need detailed answers – offering your brand more chances to appear in relevant searches and, ultimately, to drive more clicks to your website.

Microsoft's rollout also emphasizes the importance of reliable content sources. Bing AI draws from millions of data points to generate these answers, making it more important than ever to keep your brand's digital presence accurate, up-to-date, and ready to appear for the topics that matter most to your customers.

Right now, you can test out Bing's generative search experience yourself. Simply head to Bing's website in the U.S. and type "Bing generative search" to access a demo of the new capabilities. This interactive experience will provide a carousel of sample queries, showcasing how Bing's AI-driven layout now presents content.

Microsoft has also stated that while this feature is in beta, it will roll out gradually as they refine the accuracy and relevancy of generative search. Marketers can expect to see "Results enhanced with Bing generative search" appear for queries that fall under the "informational" or "complex" categories.

AI-driven search is changing rapidly, and as Bing and other search engines continue to evolve, it's essential to keep your brand's digital presence optimized and consistent across this fragmented landscape.

With solutions like Yext Listings and Yext Pages, we're here to help keep your brand's information accurate and easily discoverable. Yext is your partner in helping your brand appear everywhere your customers are searching.